Technology is transforming the automotive world
The line between the virtual and real worlds is gradually blurring, giving rise to immersive experiences once reserved for the world of science fiction. Technologies like virtual reality, augmented reality, and mixed reality have become part of our vocabulary, but also part of our lives.
In this article, we will focus on the augmented reality (RA) and its impact on the automotive sector.
As mentioned in my previous article, the automotive industry has always been at the forefront of technological innovation. It invests heavily in research and development to design the vehicles of the future. According to theACEA (European Automobile Manufacturers Association), near 30% of the sector's expenditure are devoted to R&D, particularly to testing and integrating new technologies. It is in this dynamic that augmented reality has found its place.
Considered a technology of the future for over a decade, AR is now establishing itself as a strategic transformation tool, both for professionals in the sector and for drivers.
What is augmented reality?
To begin with, the RA is a technology that superimposes virtual elements onto our real environment. It does not replace the real world like virtual reality, but complements it with real-time digital information. It allows us to see 3D objects superimposed on our field of vision.
One of the first systems of this type dates back to the 1960s, with the work of researcher Ivan Sutherland. Its prototype, nicknamed the Sword of Damocles, used a headset connected to a computer to project 3D shapes visible according to head movements. This was one of the first steps towards modern AR.
Today, we use AR without necessarily realizing it, whether it's to visualize a piece of furniture in our living room via an app, or to explore a neighborhood on a map. But what about its use in the automotive world?
Augmented reality: an asset for sales, maintenance and driving
The global health crisis has profoundly transformed consumer habits. Remote working has become widespread worldwide, travel has been reduced, and online shopping has become the norm, including in sectors previously anchored to the physical experience, such as the automotive industry.
Traditionally focused on dealership visits and test drives, the automotive industry has had to rethink its sales journey. According to a study conducted by Cazoo, almost one in two French people now say they are ready to buy a car online, without going through a physical point of sale. This change in behavior is pushing manufacturers to invest in immersive digital solutions, to maintain a close relationship despite the distance.
To meet these new challenges, manufacturers have focused on innovation. Among the technologies deployed is AR.
Through AR glasses, it is now possible to offer remote vehicle demonstrations. These immersive experiences allow customers to discover a 3D model, to explore its features, finishes, and design remotely. A remote advisor will then guide the experience, answer questions, and personalize the exchange.
However, AR doesn't stop at sales. It's also establishing itself as a essential tool for maintenance and repair vehicles. The increasing integration of complex technologies such as advanced driver assistance systems (ADAS) or infotainment interfaces makes technical interventions more demanding and specialized.
Equipped with connected glasses, mechanics can display directly in their field of vision instructions, diagrams or technical data in real time. All this makes life easier for mechanics: No more need to consult a paper manual or go back and forth between the computer and the vehicle. Technicians can have a faster diagnosis, reduced errors, and an facilitated skills development.
Enriched and secure driving
Finally, augmented reality is also integrated into the driving experience itself. It makes it easier to read essential information while allowing the driver to stay focused on the road.
Le head-up display systems (or HUD) is one of the most concrete examples: it projects data such as speed, GPS navigation or security alerts directly on the windshieldThe driver therefore keeps his eyes on the road while being informed in real time, without distraction. According to Valérie Riffaud, Expert in augmented/mixed reality, in her article “In the automotive industry, AR continues to have a significant impact on R&D.”
This technology makes driving more smooth and secure, while adapting to the challenges of modern and connected mobility.
Finally, AR is now integrated at the heart of the driving experienceBy displaying essential information in the driver's field of vision, it allows for quick and intuitive reading, without taking your eyes off the road and in real time.
One of the most concrete examples is the head-up display system (or HUD), which projects data such as speed, GPS instructions or safety alerts directly onto the windshield. This real-time projection, perfectly integrated into the road environment, reduces distractions while improving driver decision making.
As pointed out by Valerie Riffaud, expert in AR and MR, in her article “Displaying real-time information displayed on the real world is indeed an innovative approach in line with the eventual development of more autonomous and safer cars.”
AR is no longer a futuristic idea or a concept reserved for science fiction. It is already part of our daily lives, particularly in the automotive world, where it is established gradually but surely, with concrete, effective and human-centered uses.
And this is just the beginning. With the development of autonomous and connected vehicles, AR could well become a central pillar of tomorrow's automotive experience.
Can AR really find its place in the vehicles of tomorrow without an intuitive user experience and well-designed interfaces?
Marwa Frawes, System Experience Designer Consultant at UX-Republic
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